Unilever deodorant brand Lynx has launched what it claims to be the world’s first invisible ad to promote its unisex variant Anarchy.
Passers-by were handed polaroid sunglasses and invited to look up at the windows of a terraced house in Darlinghurst, Sydney, which had been fitted with special LCD screens.
The glasses – blue for men and pink for women – gave the viewer ‘the Lynx effect’ with images of couples making out and a dog swimming in a room full of water.
The launch of Anarchy has been digitally led, with the introduction of Spark, a phone app, and activity on the brand’s Facebook page and a YouTube channel.
The agencies behind the campaign were Soap Creative and Finch.
Soap ECD Brad Eldridge said: “Anarchy is the first time LYNX has ever released a female fragrance. We wanted to create something as disruptive and innovative as the product itself. Working with Finch we used a clever hack combining LCD screens and polaroid glasses to create something that extends the campaign in an innovative and unique way.”
Lynx senior brand manager Duncan Robertson, added: “We’re always looking for ways to innovate but not just for the sake of it. It needs to fit in with the message we’re trying to get across and this execution ticks all the boxes. We’re very pleased with the results.”